On Technology, Magic and Changing the World (original) (raw)

Journal of Macromarketing, 2017

Abstract

Robert Lusch (2015) astutely observes that humans are “massive creators of tools and we need to start understanding that.” In my commentary, I seek to complicate and extend this statement on tools or technology by drawing attention to the magic of technology, and how it simultaneously obscures the view of things and invites a fetishistic belief in technological efficacy to change the world. I argue that we must deepen our discussion of technology and start questioning the many ways that today’s technology orders the social world and humans.

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